”Den enda frågan är att kunderna vara där med oss ​​och vi tror att de kommer.”

Ford Motor Co. kommer att mer än fördubblas utgifterna för elektrifierade fordon förstärka sin investering i ett segment som bilindustrin ser växa från vad som är nu bara en bråkdel av marknaden.

Biltillverkaren kommer att punga ut $ 11 miljarder föra 40 elektrifierade fordon till marknaden 2022, Jim Farley, vd för globala marknader, sade under en presentation på Detroit Auto Show. Det är upp från $ 4,5 miljarder att Ford sade i slutet av 2015 skulle investera till slutet av decenniet.

“This $11 billion you’re seeing, that means we’re all in now,” Executive Chairman Bill Ford told reporters in Detroit. “The only question is will the customers be there with us and we think they will.”

After electric-vehicle darling Tesla Inc. surpassed Ford in market value last year, the second-largest U.S. automaker replaced then-Chief Executive Officer Mark Fields. His replacement Jim Hackett has vowed to cut costs and drop some car models from the lineup to refocus the company’s future on sport utility vehicles, trucks and electrification.

With battery costs declining rapidly and regulators around the globe cracking down on the internal combustion engine, automakers have been rushing to step up their game with regards to all-electric models. While the segment comprises less that 1% of annual deliveries in the U.S., global demand is expected to rise as governments phase out gasoline and diesel engines and batteries reach price parity with traditional powertrains.

Tougher Standards

Ford expects fuel economy and pollution standards to get tougher, “and rightfully so,” said Raj Nair, head of Ford’s North American operations.

“We believe man-made CO2 is contributing to climate change and we’ve got our part to play,” he said.

Of the 40 electrified models planned, 16 will be battery-only vehicles. The company identified just one model by name coming in 2020, called the Mach 1, that will be a performance battery-electric SUV.

“The real news for me is not just the doubling of investment, it’s where we’re playing,” Farley told reporters. “We’re starting to telegraph where we’re going to play in electrified business around the world, and that is to electrify iconic nameplates, and it’s going to be higher transaction-price vehicles.”